Nike's New Marketing Mojo

How the legendary brand blew up its single-slogan approach and drafted a new playbook for the digital era.

Few outsiders have visited the third floor of the Jerry Rice Building at Nike’s headquarters. Even most Nike employees know little about just what the staffers working here, on the north side of the company’s 192-acre campus in Beaverton, Ore., actually do. A sign on the main entrance reads RESTRICTED AREA: WE HEAR YOU KNOCKING, WE CAN’T LET YOU IN, and it’s only partly in jest. Inside, clusters of five or six employees huddle